Key Words - they will find you on the web
Key words are what people give a search engine to find what
they are looking for on the web. You can define your key words
before you even start your website.
Say there are a lot of competing web pages mentioning your
product - how should a search engine put these pages in order of
relevance to a search?
Say some pages contained the word once, and some contained the
word ten times, and some contained the word between two and nine
times.
If all other factors (e.g. number of links from other web pages)
were equal, search engines would list those pages containing the
word ten times first, followed by those with the word
nine times, then eight times, etc., and then those pages
containing the word only once listed last.
Let's build up a list of search words for one product. Take
tents for an example.
What words describe it?
Here are four words - tent, marquee, marquise, bivouac.
What are its uses?
Camping equipment, holidays, vacations, parties, functions,
weddings.
What material is it made from?
Canvas, etc.
What is your brand name?
People may have heard of your brand and may look for it by name.
Let's say it's brand name is "Dingo."
Where is it available?
Some products you may sell worldwide, but possible delivery
costs could be limiting. People may search for the product in
their own area first. In that case your state, your nearest
city, and your suburb are required key words. Say your area is
Penrith. Your customers may search for Penrith, Sydney, NSW or
Australia, particularly if they live outside the city or suburb.
Key Words so far are 24:
Tent, tents, marquee, marquees, marquise, bivouac, camping
equipment, holiday, holidays, vacation, vacations, party,
parties, function, functions, wedding, weddings, canvas, Dingo,
Penrith, Sydney, NSW, Australia. (Include singular and plural,
where possible.)
Where should these appear on your web page?
Title tag
This is the most important tag which displays at the very top of
your browser. Use every key word here. But words here need to be
seen also on the web page.
Keywords tag
This is now largely ignored by search engines.
Description tag
Same as above.
Heading tags
Instead of "Welcome to Dingo Inc." say "Dingo Tents and Marquees"
Links to inside pages
Instead of "Products" say "Tents" and "Marquees"
Instead of "About Us" say "About Dingo Tents"
Body text
This is where you can be creative. Mix the key words into
phrases and sentences. See how many ways there are to describe
the products, their use, and where they are.
Examples of Key Words embedded in text:
Pole tents, frame tents, canvas tents, vinyl tents, play tents,
event tents, party tents, wedding tents, camping tents, stall
tents, large tents, small tents, tent accessories are all at
Dingo Tents. Holiday under canvas with a Dingo tent or marquee.
Dingo has camping equipment for your next vacation. Dingo tents
and marquees are in all sizes. See inside for tent sizes. A
large Dingo marquee ensures nothing will dampen your wedding,
party, or outside function. Dingo tents and marquees are near
you if you live in Penrith or Sydney, NSW Australia. Dingo tents
can be delivered anywhere in NSW, Australia.
See how in just the hundred words above it's possible to mention
tent(s) twenty times. Provided the key words are embedded in a
lot of text, and not repetitive, like "tents, tents, tents,"
they will count for you. When the text of the whole page with
contact details, etc., is considered the proportion of key words
to total words will be lower and acceptable. The font can be
small but is not allowed to be invisible. Search engines have
formulas for discerning where text is the same color as its
background.
Search for competing websites and see how many key words they
have fitted into their home page. Then try for more key words on
your page.
Do all this before you start your own website. We are often
asked to redesign someone else's website, after they realize
their work of art is not appreciated by search engines. Start
out to be friendly to search engines.